How to Connect with Customers and Beat the Competition with Jab, Jab, Jab, Right Hook

Did you know how to connect with customers and beat the competition? social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.

When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.

Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.

Gary took the metaphor of boxing, and aptly applied it to the way marketers and customers “dance” with each other. The book’s thesis revolves around correct placement of “Jabs” and “Hooks”. A Jab is defined as storytelling, sharing, or helping someone. A series of Jabs builds up social capital and trust, at which time, a “Hook” can be placed. The “Hook” is the ask. If every post is an ask, without providing value to your audience, they will quickly see you as irrelevant. But by sharing the right content with the right timing of jabs and hooks, you build a trusted audience who is willing to consider your asks.

Even though the title of the book is a metaphor for boxing, the premise of the book is how do you lead up to the moment of “the ask”. Gary succinctly illustrates his tactics by using case studies from several platforms, including Twitter, Facebook, Instagram, and others. This is valuable in that the reader learns what works on one platform does not always work on the other. Telling a story in 140 words on Twitter is not simple, but he shows you how. Telling a story on an ever evolving platform like Facebook has its own separate challenges, yet he is able to show you strategies for each without having you customize your message on every platform. The theme that echoes through all of this is how simple it all is. There is no trick to what he does, its simply a matter of creating good, relevant content, knowing your audience, engaging with them and then move in for the ask.

To fill out the thesis of Jabs and Hooks, Gary then reviews the top 5 social networks (Facebook, Twitter, Pinterest, Instagram, and Tumblr). Not only does he share insight as for what type of content is successful on each network, but then provides examples of real-world posts. Gary Critiques each one, lending his opinions on why a post is successful or not, and tips for improvement. Each chapter concludes with a series of questions that you should ask about any post before sharing. These questions posted give readers immediate, actionable methods to improve their content. If you read this book, and improve one post, once, you’ve probably got the cover price value back already.